travel babble june2012.pptx

Welcome!

Travel Babble – Search LandscapeMarketplace 2012

● Who is Fresh Egg?- Fully integrated digital marketing agency focussed on UK work(Content, Social, SEO, PPC, UX, Insight, Web & App Dev)

- HQ in Worthing with a London presence

- 12 years of successful performance-led client work

- 120 clients and growing…

Welcome to Fresh Egg

The Google Penguin

● Reasonable community consensus

● First one to hit 'real' SEOs

● Reliably five main conclusions

Google Penguin

● Anchor text diversity● <A>click here</A>● <A>my brand</A>● <A>what my brand does</A>

● Depth – Root, L1, Article

● Variety – avoid exact-match!

● Avoid over-programming (35-65%?)

More About Anchors Than You Ever Wanted

Bad Neighbourhoods

Class-C Concentration

Location Clustering

Follow/no-follow ‘Splog’ structures

What is your recommendation on how I can rectify this problem?Recovery

● Weighing our options:- Do nothing- Fix ourselves or seek out professionals?- Abandon site and start afresh

Making the Right Decision

● Recovery – do we ditch sites?- Yes, potentially…- Or ditch methods, keep the site

Decision Making Process

Full off-page audit

Understand Link Equity:

=> Domain => subsection

=> Landing

Evaluate Taxonomy Toxicity =>

Classification

Logical re-org. New copy?

Re-indexation & Recovery

● You’ll need in-depth analysis tools to accomplish this

● Popular options:

● Price vs. functionality

● Or… bring in an expert

Tooling

Data screen shot Normality in - <A> text, TLD, ‘Follow’, Class- C

Data screen shot Anchor Text Keyword Graph

Can you identify quality travel blogs to guest post on?

● Yes, lots

● Words of caution

● Valueless to tell all of you – stop chasing the game

● Work toward a methodology – build relationships

Protect Your Sources

● Appraise your platforms thoroughly

● Tripping no-follow rates

● Spurious domain profiles

● Overly programming Anchor text

● Taxonomy planning

Re-cap Best Practice for Identification

Questions:

I’ve heard a lot about rel=author lately and that it is important to utilise in order to improve rankings – what is this about?

Is there increasing recognition in the Search community that fresh, original, high-quality travel content makes a difference to Search and Inbound Marketing? And are we seeing more companies willing to invest in securing that content?

● What is rel=author?● Additional, optional mark-up in links and microformats● Higher visibility in SERPs● Greater content consumption in circles● Extensible authorship association beyond Google

● What is agent rank?● Google Patent Sept 2011● Intended to augment PageRank initially● Overall attempt to improve authority and reduce clutter

Google Developments

A Look to the Future – from Platform Rank to Voice Rank

● Platform authority – domain and PR

● Agent/Author authority

● Object based semantics?

Journalistic commoditisation: Cars, Jobs, Homes, Holidays

Add More Value and Control Your Voice

Change the way you think:Plug content gaps - perhaps not typically/previously related to travel

Thank You!

#TravelBabble